MR.PINKWHISTLE—

—TITLEMr. Pinkwhistle

—PURPOSEHouse of Cards

—FOCUSPrint Design

—INSPIRATIONCharles Eames

—In solving the objective of this project, my first bold thought was to take the cheekiness of Mr. Pinkwhistle and leverage that into a fun, uninhibited product that celebrates the hair salon’s love of the mid-century design aesthetic of the Eames, Charles and his wife Ray. I wanted it to be out of the ordinary, and the concept of Eames House of Cards was a fun way to promote the salon, and to show customers their passion for creativity and art. Mr. Pinkwhistle, was formed and created by hair designer, artist and art collector Simon Mark. They develop identities and view each client as a piece of art work. The salon is also an art gallery where Simon has a collection of old Japanese cabinetry, African statues, Charles and Ray Eames furniture, the Bauhaus, and other pioneering modernists.

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EIGHTYEIGHT—

—TITLE88

—CATEGORYEntertainment

—FOCUSPackaging Design

—Eighty-Eight focuses on the entertainment section in restaurants and bars. Things that you have tried in high-end restaurants and wish you could easily put together at home when inviting people over for a casual Friday night. You want it to taste and look high quality without having to spend a fortune. The Eighty-Eight specializes in tasteful wine pairing, and how to best bring out the flavor of the different red wines. My intention was to make it look very elegant and sophisticated with a modern feel. I wanted to create a section that the younger audience would afford to approach, while keeping a high-end look.

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JACK DANIEL'S—

—TITLEJack Daniel's

—PURPOSEWhiskey Bottle Rebranding

—FOCUSPackaging Design

—Mr. Daniels, Jack is the ultimate man. He was a very mysterious, handsome ladies man known for his bold, classy and masculine personality. For my redesign of the Jack Daniel’s whiskey bottle, I wanted to do something very different, something that brought out his boldness and masculinity. I chose a very type oriented look mixed with a wide piece of leather that I placed on top of the bottle. It will be the first thing you grab when holding the bottle. You will get a good grip of the whiskey bottle. The Jack Daniel’s bottles are known for their height and squaresharp edges. The bottle is intended to convey a sense of fairness and integrity. The white color represents the charm and purity of the Jack Daniel’s brand. I wanted a tall bottle with sharp edges that reflects its sophistication, endurance and elegance. Whiskey lovers, or not, we all know that Jack Daniel’s is not the best tasting whiskey, but the highest selling whiskey in the world, achieved by good old fashioned storytelling. To love Jack Daniel’s is to know its story. The brand became the story and marketed to consumers who are more influenced by heritage than they are by taste. One of the characteristics of a good story is mystery. Jack was a very mysterious man.

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HÄSTENS—

—TITLEHästens Mattresses

—PURPOSEHästens Rebranding / Brochure Design

—FOCUSPrint Design

—There was one strong thought that came into my mind when rebranding the Hastens project. I wanted to bring out the craftsmanship of Sweden’s oldest manufacturer of beds. I wanted to embrace the hardworking hours behind it, and I needed to put my own hands into the craftsmanship. When you see their brand, all you think about is how expensive the bed is. Not everyone knows if it’s worth the money. Moreover, for each bed to be created, there is a very natural and authentic process behind it. It takes one to two weeks to create, and build one bed. Each bed is customized after each individual’s needs. If we could bring in more of a “handcrafted” visual image to the customers, they would understand what the company refer to when saying “we have you in mind”. People would not only see an exclusive bed, but they would understand why the money is in the mattress.

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AURORA BOREALIS—

—TITLEAurora Borealis

—PURPOSELamp Making Design

—FOCUSPackaging Design

—A positive challenge for us to choose an existing company that normally does not focus on lamp making. I wanted to expose the truth of how I felt about the beauty of space. Choosing NASA, would certainly challenge me. The Aurora Borealis lamp is in first hand seen as a solid beautiful piece of art work, rather than a lamp. It should be as stunning unlit as it is lit. A province called Lappland in northern Sweden is famous for having the best seats for viewing the Aurora Borealis, also called the Northern Lights or “Norrsken” in Swedish. Observing this phenomenon is one of nature’s most jaw dropping displays. When you see the Northern Lights for the first time, you will be amazed how the skies glow with all these colors, almost like a dark sunrise in the middle of the night. The Aurora Borealis lamp is a high-end limited edition lamp, conveying timelessness, purity and movement. We associate Aurora Borealis with dark winter nights. When you keep turning the lamp, it will constantly change to a different curve and to another gradient scheme. I thought it was important that it gave an emotional feel with a lot of depth and flow. My line-forming shapes symbolize how the Northern Lights look as it unfolds across the sky like curtains, creating all kinds of forms and shapes. The base is made out of white marble, symbolizing purity.

—The lamp should be beautiful enough to just look at. Just like Aurora Borealis in the night sky.

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DUNKIN' DONUTS—

—TITLEDunkin' Donuts

—PURPOSEThree Piece Advertisement Campaign

—FOCUSPhotography Ad

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PHARMACEUTICAL LINE—

—TITLEInner Self

—PURPOSEPharmaceutical Line

—FOCUSPackaging Design

—There needs to be good visual product design for serious things in life. The intention of this project was to design a pharmaceutical line for Clinical Depression which is one of the leading causes of disability. It is treatable, but many people do not seek help. I wanted to encourage how you can better help yourself. Moreover, medicine and therapy may only help that far, and half of the treatment is what you do about it when that is not around. It was essential to me to have a positive and upbringing fresh look and not a “depressed” looking design of the products. I wanted people to feel encouraged to buy the products so that they could get better. I wanted the design to be fresh, clean and colorful. This is a very emotional subject, and colors are very much connected to emotions, consequently, how you feel is based on what you see.

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Kikkoman Print Ad

PHOTOGRAPHY—

—OBJECTIVEDocumentary

—FOCUSPhotography

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LEVI'S

The details of this project remain confidential, but I really enjoyed the work i did at FCB for Levi's.